Quality vs Quantity? Does Post Count Matter For Our Socials?

"How many posts did we publish this month?" "Our competitors are more active on social than we are." "Can you get more posts up this week?"

These are all questions every Social Media Manager knows to expect when preparing their social metrics. Whether your sales team is feeling the pressure of the competitors on social, or your leadership is wanting to make sure they are getting their full squeeze out of having a social presence, we often times, we find ourselves comparing our post count to our competitor's post count, but should we be? Well, the answer is complicated with plenty of nuance, but I am here to break it down for you, plus sharing my personal thoughts on it all.

Benefits of Quantity

• The opportunity to share more UGC and engage with the community may lead towards the illusion of making your brand feel bigger

• Competitors are paying attention to your socials and often times encouraging their own teams to keep up with your brand

• You may see numbers swing up for audience reach, impressions and overall increased visibility or SEO

  
  

Benefits of Quality

• Staying true to your content pillars and focusing on quality content leads towards a truer representation of your brand voice on socials

• Increased engagement and audience retention across your channels is likely

• Your algorithm favors strong, quality interactions with your audience over frequency, leading to stronger search results and a more tailored reach

My Final Thoughts

The debate will continue long passed my career in social and ultimately making the decision to find a balance is what is going to be ideal for you. In my personal opinion, I prefer to lean further into the quality realm of content management while still reporting on competitor posting frequency. I find there to be better audience retention, above average engagement rates, and a stronger brand voice being portrayed when you focus on the content you are putting out. Ensuring you are being thoughtful with your content is always going to be the most important part, but being prepared for the classic questions will set you up for success as a Social Media Manager.